It is common knowledge that the new middle class aims far beyond the home ownership dream. Today, having a well-decorated house with modular furniture is a dream that can be fulfilled. Complying with the theme of the new social class, Movelsul Brasil 2012 launched a challenge to its exhibitors, to confirm that the democratization of design is worthwhile. The event will showcase an apartment built for a fictional family, consisting of a couple with two daughters and the paternal grandfather, based on the program My House, My Life. According to the data collected in a survey by Data Popular on the aspirations of class C, applicants are expected to provide affordable proposals, multifunctional furniture with plenty of color to meet different needs in small spaces. The highlight of the proposal is to show that with creativity, any space can be charming.The second edition of the Consumer’s House of the New Brazil is organized by the Salão Design Competition.